Luciano, Louis Vuitton, Eminem’s NFT & more – This is what you missed last week

Till Hesterbrink



Here is what you missed

As every wednesday, our “This is what you missed last week” gives you an overview of the most important moves in the world of hiphop business.

This week we’ll cover Luciano, who has announced that he will launch his own drink. And it’s not iced tea. Also, it seems that the long-awaited Luis Vuitton x Nike Air Force 1 collabo is finally coming. Plus, Eminem has gotten into the NFT game. This time as a buyer.

You know what that means. Lots to cover, so let’s get into it:

A “fruity kiss”: Luciano announces his own drink

Luciano wants to shake up the beverage market in Germany in 2022. The 27-year-old announced this a few days into the new year. However, he has explicitly decided against launching the next iced tea onto the market. At least “for now”.

Instead, Luciano wants to win over his fans with his own fruit juice. There’s no official name yet, and Luciano hasn’t given a more specific launch date than “this year” in his announcement video.

However, the Loco explains that it is important to him that his fans can participate in the creation process. Some things they should even be allowed to co-decide. What exactly is not yet known.

For Luciano this wouldn’t be the first time he ventures into the food industry. For the release of his album “Aqua” he launched his own cornflakes, the Loco Charmz. Until now, these were only available in the deluxe box to the album. But that could change soon, as he reveals in the comments to the video. “Everything in its time.”

Louis Vuitton x Nike Air Force 1 is upon us

Last summer, they stole the show on the Louis Vuitton runway: the LV-branded Nike Air Force 1. Now it seems that the merging of luxury and arguably THE most iconic shoe in the hiphop world is about to arrive. The partnership remains the brainchild of the recently deceased Virgil Abloh.

There will be both high top and low top variants in different colorways. Besides some pictures, there are also many rumors about the release of the hype shoe.

Thus, many assume that the sneakers will be released this month. However, the whole thing comes with several catches. For one thing, the price is said to be a whopping 3,000 dollars. And even if you’re willing to pay that amount, you probably won’t be able to buy one.

Allegedly, Louis Vuitton plans to make the shoes available only to particularly loyal customers. In numbers, this means that anyone who doesn’t spend at least $100,000 a year on LV products will be left empty-handed.

Once again, none of these are confirmed facts, just insider rumors.

Eminem buys his lookalike NFT

Eminem is the next rapping member of the Bored Ape Yacht Club. The Rap God has acquired the NFT monkey that looks somewhat like him. And all this for the proud sum of almost half a million dollars.

The newly acquired asset also directly became the rapper’s Twitter and Instagram profile picture.

This isn’t the first time for Eminem to dive into the world of NFTs. As one of the first rappers, Eminem  released his own NFT collection a while ago. The whole thing was even staged as an event, which ran under the name “ShadyCon” and should be reminiscent of a comic convention.

And Eminem is also extremely active as a buyer. In just under a week, he bought no less than 22 NFTs via OpenSea.

Feel Good Story of the Week – Jack Harlow

Jack Harlow is only 23 years old, but he is already one of the most successful rappers around. Still, he never forgets his roots and represents his hometown Louisville, Kentucky whenever possible.

This is probably one of the reasons why he is now receiving a great honor. December 18 is now officially “Jack Harlow” Day there.